Salma Lotfi - Department of business management(e-commerce), college of management, Islamic Azad University of fars zargan, Iran

Nowadays, effective communication with customers is an important and vital aspect for companies. Examining the online shopping experience and the intention of consumers to buy online, as well as its acceptance from the perspective of customers and the interaction of these two, causes changes in the market and companies that finally, it causes a favourable attitude of consumers and leads to the growth and sustainability of the company’s brand.The aim of the present study is the effect of online shopping experience on online purchase intention. The present research is descriptive-survey based on structural equation modelling in terms of applied purpose and in terms of data collection method. The statistical population of the present study includes Digistyle customers. The statistical population is considered unlimited and therefore, according to Morgan's table, the statistical sample was ۳۸۴ people. The questionnaire was randomly distributed. The data collection tool in this study was a questionnaire. To assess the validity of the questionnaire, divergent validity and convergent validity tests were used in SmartPLS software. Cronbach's alpha test was also used to determine the reliability of the questionnaire. The results of this study show that online shopping experience has a positive and significant effect on online shopping intention.

online shopping experience, performance expectations, trust, satisfaction, online purchase intention